After only a year in the Square, the Adidas athletic-wear store at the corner of Mass. Ave. and Plympton St. quietly closed its doors last week-leaving only an empty, boarded-up storefront in the high-visibility location.
Before Adidas moved in last March, a family-owned music store, Briggs and Briggs, had leased the spot for over 100 years.
Steadily increasing rents forced the music store to relocate to a spot near Porter Square, where it announced bankruptcy last year.
As a national corporation replacing the small, family-owned Briggs and Briggs, Adidas faced resentment from many students and Square shopowners who said they were surprised by its quiet closing but relieved the chain store was unable to survive in the Square.
"I'm delighted," said Louisa Solano, owner of the Grolier Poetry Bookshop. From the window of her store, Solano faces the Adidas storefront. "I'm glad to know that the Harvard community had greater taste than the store assumed they had," she said.
Adidas representatives could not be reached for comment yesterday.
Square shopowners say they believe an uninviting storefront and poor marketing devices caused the athletic store's quick demise.
While Adidas enjoyed an attractive location-with large windows facing Mass. Ave-the athletic store windows were blocked by large posters of athletes decked out in Adidas gear.
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